Your Dermatologist Knows

You’re the experts. We’re proving it to the public.

The Academy’s successful Your Dermatologist Knows consumer positioning strategy reimagines the AAD’s public relations efforts, with the singular focus of positioning you, the dermatologist, as the expert. The strategy engages the public with questions on their health and wellness, putting dermatologists in the foreground with an upbeat and approachable message.

Prior research showed that the majority of Americans already view dermatologists as top experts on skin, hair, and nails, but the same research unfortunately shows that young people are more open-minded when it comes to seeing non-physician clinicians as experts. Your Dermatologist Knows tackles that issue head on by making it clear to the public that only a board-certified dermatologist has the knowledge, expertise, and experience necessary to treat skin, hair, and nail conditions effectively.

Your Dermatologist Knows positions dermatologists as personable experts the public can trust, on the media platforms young people use most. The strategy is ensuring that dermatology’s strong position with the public will not erode and making the difference clear between a dermatologist and others who claim to have your expertise.

As a member, you can use this hub to help yourself understand the ins and outs of the strategy, meet some of the key players, and read up on some of the important wins we’ve achieved under the strategy. More than a single campaign, Your Dermatologist Knows has unfolded and developed over the years since its launch, during which the Academy has helped to shape and boost positive public perception of dermatologists and the specialty.

You can meet our social media correspondents, learn answers to frequently asked questions, see a showcase of social media content, and read highlights of major media wins using the tabs above.

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